In the recent years, social media has grown to become one of the most popular sources for social interaction. People of all ages, from pre-teens to octogenarians use various social media websites, including Facebook and Twitter, to interact with others. The sheer popularity of these websites has encouraged businesses to make use of them in order to spread the word about their products and services to a wider audience. This is a good thing, but these same businesses have overlooked the most critical component of social media: service. Below are some of the most common mistakes made when using social media for marketing:
KEY TAKEAWAYS: Social media marketing often makes use of social media outlets and social media networks to promote a business’s products and services in an effort to increase brand awareness. However, it is important to note that this strategy should not be used as a “pay for play” resource. It enables businesses to connect with existing clients and potential clients as they advertise their culture, mission, or message, but it should also enable them to connect with those who do not share the same values. This is where employee advocacy comes into the social media strategy equation.
* Avoid Using Social Media As A Vehicle For Employee Apologizing: When employees participate in social marketing efforts, they should do so without becoming personally liable for the results. Employees should not use social media to publicly apologize for a previous mistake. Instead, they should use social media listening as a way to solicit feedback about their performance. When a potential customer or client asks about an issue, employees should listen to them, discuss the matter with other employees in the organization (if any), and then use social media to explain their position. In other words, they should be willing to answer questions; but they should not use social media to publicly shame or finger-point at another employee or member of the organization.
* Avoid Integrating Analytics Into Social Media Strategies: The success or failure of a social media strategy will almost always be dependent upon the ability of its marketers to successfully embed analytics in their efforts. By tracking analytics such as conversion rates and click-through rates, marketers can get a better sense of their audience’s thoughts about the products they are selling. Without the ability to accurately track analytics, marketers will have very little knowledge of what is working and what is not. While there are many different types of analytics available to businesses today, many of them require relatively little effort on the part of the company. In fact, many marketers integrate their analytics with their social media marketing campaigns through a variety of means. For example, some companies send out free e-cards or coupons to their customers if they sign up for a certain list.
* Get More Out Of Your Social Media Engagement: Tracking the return on investment (ROI) of social media marketing campaigns is a relatively new concept in marketing circles. Marketers are starting to understand that the best way to make money online is to give back to the community that helped them grow. By tracking the analytics of a social media campaign, a business can determine which posts and pages are creating the most engagement and which are not doing so well. By doing this, a marketing team can fine tune future efforts so that the site is more effective for driving traffic and helping to build interest in the company.
* Improve Customer Relationships: Using analytics to analyze the performance of social media marketing (SMM) is critical for a variety of reasons. One of the biggest benefits to SMM is the ability for business owners to reach out to past customers and present new offers and deals. Businesses must remember that there is a reason that previous subscribers left comments or thoughts on a page – it was not necessarily that they liked the content. By analyzing the data from a SMM campaign, a business owner can gain a better understanding of why their subscribers left the page in the first place.
* Reduce Customer attrition: In today’s world, many consumers are turning to social media to stay connected with friends and family, but many others use it to research products before making a purchasing decision. By tracking the comments and mentions on different social networks, marketers can learn how to target segments of customers based on their personal information. As a result, they can design campaigns that will generate more sales or attract more visitors. In some cases, social media marketing (SMM) may even help businesses develop a loyal customer base by helping them identify those who are most likely to purchase their goods and services.
The growing need for social media management tools and platforms has created a need for a number of analytics programs and software applications that can help a business to monitor their social media channels. Fortunately, many of these programs and softwares are affordable and easy to install. Additionally, many of the programs are offered at no cost on some social media marketing websites. This allows small businesses to try out various software applications before investing in larger, more expensive programs.